by Cheryl Alkon, Special for USA TODAY

by Cheryl Alkon, Special for USA TODAY

Living with diabetes is a complex juggle of medication dedication, food concerns, exercise efforts and often-spiraling emotions. And there's just not enough acknowledgement of what it takes to do everything, every single day, just to stay alive.

That's the philosophy behind Blue Cupcake, a diabetes-themed greeting card company launched in November by aspiring diabetes educator and freelance writer Allison Nimlos, 27, of Rye, N.Y., who has lived with insulin-dependent diabetes since age 8.

"We put in so much day-to-day work for our health, and there's not a lot of celebration for it," she says. "From my own experience, if I've lowered my A1c level (a measurement of three months of blood sugar levels), my doctor might say, 'Good job, you lowered your A1c, now let's work on lowering it more. '"

Blue Cupcake, which sells cards that recognize people's efforts to reach A1c goals, lose weight, or milestones, is part of a growing trend of greeting cards that offer supportive messages to people with diabetes, cancer, even those who have survived rape. While larger companies like Hallmark and American Greetings offer cancer-themed cards among other encouragement/support cards, smaller businesses like Blue Cupcake and others focus on insider lingo along with edgier approaches.

Such insight comes from personal experience, said Bridgette Crull, owner and public relations director of U Lucky Girl Design House, based in Dallas. The company's Warrior Line of cards, which launched in October, features cards for those dealing with cancer. One colon cancer card features a backside, with the phrase "All the trouble is behind me."

But such humor is what sets U Lucky Girl apart, says creative director Nanci Bauer. "Most cancer cards out there - they're like sympathy cards," she adds. "We want cards that make you smile." The company's motto is "laughter is a medicine with no side effects."

The company will launch its Courageous cards for rape survivors this spring, says Crull. Cards for other health conditions, such as heart issues, are also on the drawing board.

Hallmark has brought out 98 new encouragement cards recently that support those with cancer, those in recovery or rehab, among other challenges such as job loss. "We are aware of the growing need for this type of support, so we want our products to reflect what consumers will be looking for," said spokesperson Jaci Twidwell.

All three companies donate a portion of their profits to assorted diabetes and cancer charities.

Anything that recognizes a person's efforts to get or stay healthy is appreciated, said Nimlos. "Greeting cards are like a marathon medal, " she said. "It shows what a person has accomplished, rather than just a passing comment."